19 09-26 province-of_overijssel_presentation[1]

1. Cycling Academy: ‘Getting started with cycling’
East Riding College, Beverley, 26 September 2019
Programme Bike Buddies
Ronald Jorna, Province of Overijssel

2. Fietsmaatjes
Aim:
1. modal shift: staff members from organisations in Twente region, who usually drive
to work, have them cycle to work regularly.
2. 500-750 peak hour avoidance per day
Bike buddies (2017)

3. Some facts
• approximately 90% of the employees live in the region Twente (part of Overijssel)
• about 2/3 travels by car
• 50% of the car drivers lives within 15 km of the office (30%<7,5 km)
• Research shows that 36% of these drivers see the (e-)bike as a possible alternative.
• Every Dutch car driver is an experienced biker too (advantage for behaviour change)
• Dutch citizens above 18 have about 1,7 bike

4. Concept Bike Buddies
• application
• organisations
• employees
• terms
• minimum of 17 bike-days within 5 months
• maximum reward 85 of 110 working days by bike
• maximum of 4 participants per buddy
• registration
• participant: app
• buddy: personal webpage

5. Concept Bike Buddies
• reward:
• participant: commuting distance * €0,35/km * registered bike days
• buddy: per participant € 1 per bike day
• At the end of a bike activity pop-up choice who will get the reward.
• helpdesk

6. app participant
Visible on the app (daily) :
• Accumulated reward and maximum possible reward
• Cycled days and days yet to cycle
• Personal aim for the bike activity
• Amount of burned calories and and saved CO2
• Journey on map
• Day reward
• Approved rides

7. Dashboard buddy
Personal webpage with an overview of participant performances
Buddy sends push messages for encouraging participants

8. Marketing efforts
• Business:
• Business organisation, website Twente mobile, promoteams
• Employees:
• intranet work, internal newsletter, advertising trailer, ads, articles in local
newspaper, social media and website Tim travels
Marketing principles Cialdini:
- determine own goal (commitment)
- Short application term (scarcity)
- buddy (biker) versus car driver (participant) (reciprocity and commitment)
- Compare progress with others (social proof)
- Fellow worker as buddy/participant (liking)

9. Practice
• Start June 2017: business park Twentekanaal (Hengelo)
• Restart September 2017 at 7 locations in Twente
• Start December 2017 “Twente wide”

10. Results
• applications (approved):
• 250 companies (sometimes with multiple locations)
• 823 buddies (approved)
• 2.294 participants (approved)
• 394 participants did not bike at all
• 1.900 participants did bike :
• 1.673.000 registered bike kilometres
• Average of 880 km per participant

11. Results
• 100.000 bike days (on a base of 1.675 participants)
• in a period of 110 working days, that is 909 registered rides a day (one-way)
• with 2 rides a day and 80% of the rides in peak hour, that is 1.455 peak hour rides
per working day
• 70% of the peak hour rides is new, leads to 1.018 peak hour avoidances for
participants who reached bottom line
• For 275 participant who did not reached bottom line, in total 28 peak hour
avoidances per day
• With 1.900 participants, 1.046 peak hour avoidances per day and 119.700 in this
entire action
Assumptions for peak hour avoidance calculation:
• The driver (before action period) rides on average 70% of his commuting journeys by car to his/her work
• The driver rides 80% in peak hour

12. Rewards
• Average reward per participant: €175
• Average reward per buddy: €124
• Participants/buddies paid 1-2% of their rewards for a charity in the Twente region

13. Survey results among participants and
Buddies
End of April/beginning of May 2018
Response participants: 93%
response buddies: 84%

14. Participants work on average 4.5 day/week and are on average 46
years
0%
10%
20%
30%
40%
50%
5 dagen
per week
of meer
4 dagen
per week
3 dagen
per week
2 dagen
per week
1 dag per
week
minder
dan 1 dag
per week
How many days per week do you travel to your
work?
0%
5%
10%
15%
20%
25%
30%
jonger
dan 25
jaar
25 – 34
jaar
35 – 44
jaar
45 – 54
jaar
55 – 64
jaar
65 jaar of
ouder
What is your age?

15. Participants are especially informed about the action via colleagues,
Intranet and newspaper article
0%
10%
20%
30%
40%
50%
23%
2%
8%
0% 4%
11%
0%
41%
3%
2% 2% 3%
How did you hear about bike buddies?
<Multiple answers possible >
0%
10%
20%
30%
40%
24%
1%
7%
0%
4%
12%
0%
34%
7%
4%
3%
2%
We've promoted the action in a variety of ways. What
appealed to you most?
<Multiple answers possible >

16. 76% of the participants have been asked by a colleague cyclist to join
20%
76%
3%
How did you sign up for the bike action? <One answer possible>
Ik heb een collega-fietser gevraagd Ik ben door een collega-fietser gevraagd anders, namelijk …

17. For participants, health and money are the motivations for participation
At start At the end
0%
10%
20%
30%
40%
4% 3%
26%
11% 14%
3%
31%
6%
Motivation participation < One answer
possible >
0%
10%
20%
30%
40%
20%
11%
3%
38%
2%
10%
2%
13%
2%
What are the 2 main reasons why you participated
as a participant in the cycling action?

18. Most participants cycled at least a few times per week to work
21%
63%
10% 2% 4%
How many times have you been cycling to work on average during the
promotional period?
dagelijks paar keer per week paar keer per maand paar keer in de actieperiode anders, namelijk …

19. 86% of participants said to have been encouraged by the Buddy
11%
26%
49%
14%
Did your buddy encourage you to go cycling during the bike action?
ja, gemiddeld een paar keer per week
ja, gemiddeld een paar keer per maand
ja, een paar keer in de actieperiode

20. 40% of participants say they cycled more thanks to the
encouragements
9%
31%
60%
Are you more likely to cycle through the encouragement of your
colleague?
ja, veel vaker dan zonder aanmoedigingen ja, wat vaker dan zonder aanmoedigingen nee
Note: If participants cycle every
working day, they will not cycle
more often.

21. 94% is (very) happy about going to work cycling and therefore wants
to continue cycling
43%
51%
5% 1%
0%
How satisfied are you – in general – about cycling to
work?
zeer tevreden tevreden neutraal ontevreden zeer ontevreden
60%
33%
7%
0% 0%
Do you intend to continue using the bike for your
commuting after this cycling action?
ja, absoluut zeker ja, vrij zeker misschien waarschijnlijk niet nee, zeker niet

22. Longitudinal research confirms this
• After a few years of cycling:
• 88% of participating motorists at least 1 day/week
• 34% cycling average 4 days/week
• 5% no longer cycling

23. Self-identified points of improvement
• Better check if participant is a motorist
• More accurate registration of rides (too many journeys had to be corrected
manually)
• Improve communication in difference buddy and participant, incl. conditions
• Continuously make visible the performance of buddy and team participants
• Insert option for multiple work locations, company with multiple locations must
mention those at login
• Specify the operating system and version of the app to download
• Ask participants and buddies to check their IBAN number properly before completing
their registration
• Making payout clearer at the end of the cycling action

24. • Roll-out across the province of Overijssel
• Reached maximum of 5.000 participant employees
• Ratio buddy – participant 1:2,5 (2,5 participants per buddy)
• Start of action: 1 July 2019
• Participants already cycled 779.000 kilometres
• 40 participants cycled more than 1.000 kilometres.
• Best participant: 1.622 kilometres
Roll-out Bike buddies to Overijssel (2019)

25. Thanks for your attention!